Abstract

Back in 2001 the thought of contacting a brand to query or complain about a service was a challenge for the average consumer. It required a lengthy wait on the phone, reminders that the call would be answered soon and that the caller is a valued client - rinse, wash, repeat. Fast forward just ten short years, and every man with a mobile phone or computer and Internet access is a wealth of opinion and comes with a built-in soap box. Enter Facebook, Youtube, Twitter and bloggers.